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Watching sporting events is a popular leisure activity. However, in the context of sports marketing, little is known about the mechanism that determines fans' game-attending behaviour. This study aims to investigate fan participation in the context of baseball, using the theory of planned behaviour. The 623 subjects of this study were recruited from the Chinese Professional Baseball League in Taiwan. The structural equation indicates that attitude and perceived behavioural control will have an influence on gameattending behaviour through behavioural intention. However, subjective norms do not significantly predict behavioural intention, nor do perceived behavioural controls significantly predict game-attending behaviour. The results are discussed in terms of their applicability to fan behaviour.

The aim of this study was to integrate the hierarchical model of the perceived service quality (PSQ) theory with the bottom-up theory of satisfaction. It was hypothesised that satisfaction with sporting events would mediate the relationship between PSQ and life satisfaction. Study 1 was conducted to translate the Perceived Service Quality questionnaire (PSQQ) (Brady & Cronin, 2011) into Chinese and to validate it for sporting events. Study 2 was conducted to examine the main hypothesis. The results indicated that satisfaction-withevent partially mediated the relationship between PSQ and life satisfaction. The results are discussed in terms of both the examined theories.

Advanced education is often thought to respond to the demands of the economy, market forces create new occupations, and then universities respond with new degrees and curricula aimed at training future workers with specific new skills. Presented here is comparative research on an underappreciated, yet growing, concurrent alternative process: universities, with their global growth in numbers and enrollments, in concert with expanding research capacity, create and privilege knowledge and skills, legitimate new degrees that then become monetized and even required in private and public sectors of economies. A process referred to as academization of occupations has far-reaching implications for understanding the transformation of capitalism, new dimensions of social inequality, and resulting stratification among occupations. Academization is also eclipsing the more limited professionalization processes in occupations. Additionally, it fuels further expansion of advanced education and contributes to a new culture of work in the 21st century. Commissioned detailed German and US case studies of the university origins and influence on workplace consequences of seven selected occupations and associated knowledge, skills, and degrees investigate the academization process. And to demonstrate how universal this could become, the cases contrast the more open and less-restrictive education and occupation system in the US with the centralized and state-controlled education system in Germany. With expected variation, both economies and their occupational systems show evidence of robust academization. Importantly too is evidence of academic transformations of understandings about approaches to job tasks and use of authoritative knowledge in occupational activities.